Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology

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How can marketers reach consumers as wearable technology and wearable computing become pervasive? Consumers are rapidly turning into cyborgs, the ways people interact with media are shifting, and products such as Nike FuelBand and Google Glass are changing the nature of mobile devices. This presentation, given as a keynote at IPZ 2013 in Istanbul, Turkey, is a taste of what's ahead.

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  • Marketing in the Age of the Cyborg ConsumerDigital media is rapidly moving from something we watch to something we hold to something we wear. In many ways, consumers are becoming cyborgs from head to toe, a mashup of men and machines. How can brands fit in and be part of the experience? Learn from the best brands making early strides here, and see what pitfalls marketers must avoid.Thanks to dafont.com for the Terminator font used throughout this: http://www.dafont.com/terminator.font
  • It was an honor to be featured in Time Out Istanbul this month
  • It’s even more exciting than the last time I was featured in a magazine
  • http://socialpsychol.files.wordpress.com/2011/08/wizard-of-oz-tinman-jack-haley1.jpg
  • http://www.filmonpaper.com/posters/robocop-one-sheet-turkey/
  • http://www.filmonpaper.com/posters/terminator-2-judgment-day-one-sheet-final-usa/
  • http://www.turkposter.com/sci-fi1.htm
  • http://4.bp.blogspot.com/-sFDLYHRuX2Y/UKuo11DDrqI/AAAAAAAAaK8/jPnLP94Z2a4/s1600/son_ilah1.jpg
  • http://img198.imageshack.us/img198/4261/d495acc86acfdfc0329af2a.jpghttp://www.comicbookmovie.com/fansites/MarvelFreshman/news/?a=77473
  • Yes, women can be cyborgs too…http://www.tvrage.com/news/1891/community-invaded-by-cylonhttp://gameshalk.com/games/images/bsg.jpg
  • https://www.google.com/search?q=define%3Acyborg&oq=define%3Acyborg&aqs=chrome.0.69i57j69i58.1814j0&sourceid=chrome&ie=UTF-8
  • http://i.huffpost.com/gen/1152280/thumbs/o-GOOGLE-GLASS-WINNERS-facebook.jpghttp://www.huffingtonpost.com/2013/05/22/google-glass-winners_n_3321325.html
  • Smart PJs – interactive pajamas http://www.smartpjs.com/http://mashable.com/2013/04/25/kids-smart-pajamas-bedtime-stories/
  • WE RELY ON VOICE, VISION, AND GESTURE INSTEAD OF TOUCH AND CLICKS Vuzixhttp://vuzix.com/site/_photo/products/big/guy_in_pool02.jpgwww.vuzix.comOh, and this from Vuzix is just about the cheesiest product manufacturer’s photo I’ve ever seenhttp://vuzix.com/site/_photo/products/big/iwear_0356_jr.jpg
  • Lumoback -http://www.lumoback.com/product/
  • Oculus Rifthttp://www.businessinsider.com/oculus-rift-video-demo-2013-7http://static3.businessinsider.com/image/51d1949aecad04ad3e000000/heres-what-happened-when-we-strapped-a-bunch-of-people-into-the-oculus-rift-virtual-reality-headset.jpghttp://www.oculusvr.com/
  • - http://blog.memoto.com/2013/05/this-week-in-lifelogging-top-internet-trends-2013-disney-magicband-and-fashion-geeks/
  • http://mll.csie.ntu.edu.tw/papers/TeethProbeISWC.pdfhttp://mashable.com/2013/07/31/smart-tooth-prototype-taiwan/
  • Café shot – Muse - https://www.shoplocket.com/products/PaxCP-pre-order-your-muse Muse http://interaxon.ca/muse/ http://www.indiegogo.com/interaxonmuse?c=galleryMore Muse - http://venturebeat.com/2013/01/11/ces-2013-top-10/ BodyWave – Play Attentionhttp://www.freerlogic.com/body-wave/
  • Sensum
  • Tally (not successfully funded) - http://www.kickstarter.com/projects/shota/tailly-the-tail-that-wags-when-you-get-excited?ref=searchNecomimi – Brainwave cat ears - http://www.necomimi.com/
  • Any screen can be the first screenWe’re in the age of connected devicesIt’s not just screens – any object can connect
  • Better Hearing - https://itunes.apple.com/us/app/better-hearing-analyze-optimize/id539422951?mt=8Fitocracy - https://itunes.apple.com/us/app/fitocracy-fitness-tracker/id509253726?mt=8Lark - https://itunes.apple.com/us/app/lark-up/id428417642?mt=8
  • - Volt Buckle
  • http://blog.memoto.com/2013/05/this-week-in-lifelogging-top-internet-trends-2013-disney-magicband-and-fashion-geeks/
  • http://venturebeat.files.wordpress.com/2013/06/screen-shot-2013-06-10-at-8-54-08-am.pnghttp://venturebeat.com/2013/06/10/from-fitness-to-wellness-omsignals-smart-shirts-measure-your-motion-and-emotion/
  • Personalization: to one’s heartbeat, one’s vision, one’s DNAhttp://venturebeat.com/2013/08/06/newaer-minority-report/
  • GoPro helmet cam on motorcycle - http://www.ar15.com/archive/topic.html?b=1&f=5&t=1370160
  • http://blog.memoto.com/wp-content/uploads/2013/08/quantified-self_.jpghttp://blog.memoto.com/2013/08/this-week-in-lifelogging-4/
  • Implications for marketersContentTargetingInsightsPricingPlacementsProducts – must connect to the cyborg
  • http://mashable.com/2013/07/01/wearable-tech-quantified-self/http://dotank.nyls.edu/SOP/Arch/CINE/16.%20CINE%20Illustrations-%20body%20data%20&%20space.jpghttp://dotank.nyls.edu/SOP/Arch/CINE.htmlAnother good image, more on facial recognitionhttp://truthalliance.net/Portals/0/Archive/images/news/2012/08/facial-recognition-data-points.jpg
  • http://www.couponsinc.com/corporate/OurCompany/PressReleases/2013.aspx?udt_678_param_detail=621http://www.kitchme.com/googleglasshttp://adage.com/article/digital/branded-google-glass-apps-emerge-tiny-user-base
  • http://www.jcdecaux.ie/latest-news/marketing-to-the-baby-boom/http://www.health-lesson-plans-teacher.com/humanbodyparts.html
  • http://fromturkeywithlove.files.wordpress.com/2012/05/dsc03060.jpghttp://fromturkeywithlove.net/2012/05/25/summertime-and-coca-cola/Glasshttp://rack.0.mshcdn.com/media/ZgkyMDEzLzA1LzE0LzdhL01hc2hhYmxlR29vLjk1ZjcyLmpwZwpwCXRodW1iCTk1MHg1MzQjCmUJanBn/040fb4ce/246/Mashable-Google-Glass-App.jpghttp://mashable.com/2013/05/14/mashable-launches-velocity-for-google-glass/
  • https://www.youtube.com/watch?v=6HCfqB47FLQUndershirt heart rate monitor via NTT DoCoMo http://news.cnet.com/8301-17938_105-57595540-1/undershirt-monitors-heart-rate-with-wearable-electrodes/
  • http://www.kickstarter.com/projects/1273668931/hapifork-the-smart-fork-that-tracks-your-eating-ha-0http://www.techspot.com/products/gps/nike-sportwatch-gps.46932/http://mashable.com/2013/06/13/sensoria-smart-socks/http://www.engadget.com/2013/07/30/ben-heck-bicycle-turn-signal/?utm_medium=feed&utm_source=Feed_Classic&utm_campaign=Engadget
  • http://images2.fanpop.com/image/photos/9800000/The-Terminator-terminator-9844487-1600-1200.jpghttp://www.fanpop.com/clubs/terminator/images/9844487/title/terminator-wallpaper
  • Teşekkürederim!
  • Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology

    1. 1. MARKETING IN THE AGE OF THE CYBORG CONSUMER DAVID BERKOWITZ CMO, MRY @DBERKOWITZ ABOUT.ME/DBERKOWITZ WWW.MRY.COM
    2. 2. CAT FANCY 10 CATS TO SEE BEFORE YOU DIE by cats, for cats Who let all these cats in the Pyramids? Cat-sumer Reports tests the world’s squeakiest rubber mice
    3. 3. WHAT IS A CYBORG?
    4. 4. CYBORG DEFINED
    5. 5. FICTIONAL?
    6. 6. HYPOTHETICAL?
    7. 7. CYBORGS ARE REAL
    8. 8. AND THEY’RE SPECTACULAR
    9. 9. WELCOME... (HOS GELDINIZ...)¸
    10. 10. ...TO THE AGE OF THE CYBORG CONSUMER
    11. 11. WHAT WE’LL COVER TODAY • WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
    12. 12. WHAT WE’LL COVER TODAY • WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER • PRINCIPLES OF THE CYBORG AGE
    13. 13. WHAT WE’LL COVER TODAY • WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER • PRINCIPLES OF THE CYBORG AGE • IMPLICATIONS FOR MARKETERS
    14. 14. WHAT’S CHANGING?
    15. 15. WE INTERACT WITH EACH OTHER THROUGH OUR CYBORG SKINS
    16. 16. WE RELY ON VOICE, VISION, AND GESTURE
    17. 17. WE BECOME MORE AWARE OF OUR HEALTH
    18. 18. WE FEEL MORE IMMERSED IN MEDIA AND GAMES
    19. 19. WE CONNECT WITH LOCATIONS IN NEW WAYS
    20. 20. WE CAPTURE EVERY MOMENT; THE CHALLENGE IS SORTING IT
    21. 21. WE WEAR TECH OUTSIDE... AND INSIDE
    22. 22. WE CONTROL MEDIA WITH OUR MINDS...
    23. 23. ...AND OUR HEARTBEATS TOO
    24. 24. SOME THINGS WILL GET VERY, VERY WEIRD
    25. 25. PRINCIPLES OF THE CYBORG AGE
    26. 26. SMARTPHONES STARTED THE CYBORGIZATION
    27. 27. WE’RE IN THE AGE OF CONNECTED DEVICES
    28. 28. ANY SCREEN CAN BE THE FIRST SCREEN
    29. 29. SCREENS AREN’T A NECESSITY FOR DIGITAL MEDIA
    30. 30. PERSONALIZATION TAKES ON NEW MEANINGS
    31. 31. WE PLUG IN CLOSER TO OUR MODES OF TRANSPORT
    32. 32. WE TRACK OURSELVES LIKE WE TRACK OUR CARS
    33. 33. IMPLICATIONS FOR MARKETERS
    34. 34. IMPLICATIONS FOR MARKETERS INSIGHTS CONTENT TARGETING PRICING PLACEMENT PRODUCT
    35. 35. INSIGHTS: BIG DATA BECOMES BODY DATA
    36. 36. CONTENT: CREATE CONTENT THAT CONNECTS WITH WEARABLE TECH
    37. 37. TARGETING: BODYPART IS THE NEW DAYPART
    38. 38. PRICING: PAY FOR ATTENTION, ACTIVITY AND ACTIONS
    39. 39. PLACEMENTS: GET CLOSER TO CONSUMERS THAN EVER
    40. 40. PRODUCT: DEVELOP PRODUCTS THAT CYBORG CONSUMERS CAN WEAR AND INTERACT WITH
    41. 41. IMPLICATIONS IN REVIEW 1) INSIGHTS: BIG DATA BECOMES BODY DATA 2) CONTENT: CREATE CONTENT THAT CONNECTS WITH WEARABLE TECH 3) TARGETING: BODYPART IS THE NEW DAYPART 4) PRICING: PAY FOR ATTENTION, ACTIVITY AND ACTIONS 5) PLACEMENTS: GET CLOSER TO CONSUMERS THAN EVER 6) PRODUCT: DEVELOP PRODUCTS CYBORG CONSUMERS CAN WEAR & INTERACT WITH
    42. 42. ANY QUESTIONS?
    43. 43. THANK YOU! TESEKKUR EDERIM! KEEP IN TOUCH DAVID BERKOWITZ @DBERKOWITZ / @MRY ABOUT.ME/DBERKOWITZ WWW.MRY.COM DAVID.BERKOWITZ @ MRY.COM ¸ :

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